You may have heard this term "Content is the King". So the content of your post matters and is the crucial element of strategy. Choose the right keywords on which the content will be written. Here the idea to represent the whole content based on the few right keywords does matter. A two percent keyword density is good enough. Never ever over optimize with more keyword density which will hurt your content seo strategy.
If your targeted keyword is in your title or heading, then that is a great thing or positive point. Don't forget to make your content readable, so when visitor lands on the page or post, he/she must get engaged with content.